Men enjoy shopping experience more than women

Men and women have very different attitudes towards the retail experience, according to research in the U.K. by instant feedback company Fizzback.

by Helen Leggatt

Over 800 consumers in the U.K. were queried about their shopping experiences directly after the transaction had occurred. With the experience fresh in their minds the consumers were asked to give feedback, via email and text, on aspects such as availability of staff assistance, levels of satisfaction and customer service.

Despite a penchant for retail therapy, the survey found that women weren't as satisfied after shopping as men and expected a lot more from the experience.

"Men are much more likely to go into a shop, get what they need and come away feeling as though they've done a good job,” said Rob Keve, CEO of Fizzback. “Women expect more from the retail experience, and will notice things like poor customer service, unhelpful staff or below-standard products, and give a more negative rating accordingly."

With more and more women shopping online, and the holiday season looming, marketers would do well to fine tune their websites to ensure their female customers enjoy their shopping experience.

Other key findings of the survey are:

- Men are 22 percent more likely to give positive feedback than women
- Men are 3 percent more satisfied overall after shopping.
- Women on the whole enjoy the shopping experience less than men
- Customer service drew the highest levels of response from both men and women